In the 2000s, the online world saw the first wave of anti-piracy effort. Guided by the idea that demand controls supply, the government cracked down on users of pirate websites. So, in the USA and France, the Three Strikes system was introduced. It was like the curtain is rung up in the theatre: the user got two warnings for watching a pirated video, and the third time, the provider blocks the access either to the site or to the Internet.
In the 2010s, they changed their approach. Copyright holders and the government focused on every single component of piracy ecosystem, i.e., pirate websites, providers, hosters, advertisers, and payment services. Called “Follow the Money”, this approach is still used. Ukraine has adopted it as well: the government has passed a bill, which enables a copyright holder to file a claim and block the access to the offending website. Pressure is also put on illegal advertisers. So, every three months the Clear Sky Initiative publishes a list of websites with pirated content on blacklists.org.ua. In addition, we keep an eye on the brands that place ads on pirate sites. If we understand that placing ads by a certain brand is no accident but regular practice, such brands are included in the list of piracy-funding advertisers on the UAPA (Ukrainian Anti-Piracy Association) website.
The piracy problem is also tackled through marketing. In the USA, a campaign was conducted with the slogan “Piracy Robs Our Jobs”. To show their disapproval, the people dressed up as famous characters and stood by burning barrel like vagrants as if to warm themselves. Ukrainians are probably familiar with the expression “Watch the rest at the police station”—when a security guard catches someone with a camcorder on their way into or out of the screening.
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